mood board for target audience

This moodboard symbolizes the stereotypical target market we are aiming our music video around. These images demonstrate the areas such as gender and age.We as a group have chosen to aim the video around girls between 14-20, due to the song relating to relationships and emotions we've chosen to base it around an age where teenage girls could relate to the song. Because the word pop is typically known as being a term for popular , i've chosen some key stereotypes for teenagers which fit into trends such as clothing brands, foods, hobbies , social media and even tv shows which teenagers may have influenced there look or personality from. I decided to add social media sites such as snapchat, facebook , twiter and intragram, these are the most commonly used sites available for comminocating and keeping incontact with celebrities and friends. These kinds of social media are steritipically accosiated to teenagers, by having an account on these sites teenagers are able to comminicate and follow their idols and artisits who they enjoy listerning to.  This gives the artist time for free advertisment ,either selling concert tikets or promoting their new song or merchindice. If the celebritry is the target audiences fashion icon then things such as posting images in clothing stores or photogrpahing their outfit of the day on social media can be another way that makes the artist feel a connection between there fan. The overal fashion trend and look for a steriotypical teenager would be casual clothing, things such as crop tops and high waisted rip jeans are seen a the typical look for a teenage girl. Shops such as missguided , topshop and forever 21 are stores whihc pormote this look and are aimed towards the teenage fanbase, also some pop artisrs shop in the well known shighstreet stores. Another typical item of clothing which every teenager girl has is a pair of traingers, these are steritypically seen on females within pop music videos and is therefore being used to fit the target mrket and appeal to them.
The reason for including tv series such as gossip girl and pretty little liars id because teenagers ate sterioypically known for loving romantic and heartbreaking programes. Throuhgout any programe background music is used to make the visuals going on in the narrative,  they are used to set the scene and make the overal atmospher more intense and drmatic.

Fifth Harmony Bio

 Fifth Harmony Biography 

Fifth Harmony Biography from Megan Clements

Logo Designs

For this section to our research and planning we had to create a record label logo which we would use on our CD cover and to overall represent our music video. As a group we together designed three logo ideas, using a combination of pop art/ cartoon effects, basic font and interesting girly icons. We came up with the name 'MME' which stands for the three of our initials within our group, we played around and experimented with the positioning of each initial but found  'MME' sounded more fluent and professional ranter than something like 'EMM' or 'MEM'. Our influence for choosing this name was from EMI records ,we found that the combination of vowels and contents  worked well together and was an rememberable record label and therefore we also chose to include lettering to produce a name it just so happened that our initials worked extremely well together , its also not a tough twister and something that could easily be remembered by people. We came to the conclusion to base our record label around females aged 14-20 because thats the target audience in which our music video would appeal to. 

Our first logo was created using photoshop, using a base image of a young male celebrity (Zac Effron) who has been in the music industry and is a male character with a mass audience fan base. This meant that he's got a rememberable face especially to our target market due to him being a face seen on programs and movies our target market would've grew up with and due to his appearance they would perhaps of had a crush on him due to his appearance  for example in high school musical.  The overall appearance of the logo has a pop art and cartoon theme, this created an eye-catching and fun feel to the logos image. However we didn't choose to use this logo due to us thinking it looked too grown up  after asking some students and fellow peers , they found the logo boring and dull in colour which meant it lacked interest and vibrancy. Overall I feel this logo doesn't come across to be  very record label themed , their is no indication and when firstly glancing at it it comes across to be a badge or piece of merchandise. 

This logo was created on powerpoint , using a record template from google images this was used as the outline icon for the record label logo. The font was from Da font ,the decision to have curly handwriting text was to emphasise a feminine theme to the logo, we also used a thick bold bubble writing font which complemented the bold record player icon we used. We kept to a black and white coloured logo due to us wanting to experiment with having a basic and simple idea which we could compare with the more colourful and eye-catching  logos. 

This was our third logo we designed, using photoshop we experimented with different coloured filter and themes , coming to the decision to base this logo on a pop art theme. The lips and headphones are images from google images , however the colours and opacity/levels were all adjusted in the pohotshop software to create a more vibrant and cartoon feel to the overall logo. The font was from DaFont and by adding a white outline around the lettering it complements the pop art theme by linking to the black outlining the other images obtain. By having each image and font outlined it created a bold and more interesting picture, the font especially stands out more with the contrast in black and white colours making the image have a 3D feel.The lips portray a proactive feel to the tongue positioning, however this foreshadows how women in pop music have to behave and also dress in a revealing way to gain a mass audience. The headphones are used as a icon to represent that the overall purpose of the log inks to music. 

This is our final logo design, we came to the decision to stick with these images as they portrayed the logo and record companies name we created .However we changed the font to the handwriting and flowy italic font to represent a girly element purpose to the logo. and positioned it a quirky diagonal position to add a feeling of quirkiness and fun. 

Mood boards

This mood board was created to show the representation of pop, I  selected a variety of different  images with I found clearly represented the genre of pop. The mood board includes a variety of different  well known pop artists such as one direction, Katie Perry and Justin Beiber who all show the signs of the stereotypical pop theme within a music videos and is also reflected through their public image. For example the bright and bold coloured clothing  with  the pop art  feel worn  by the dancers in the Justin Beiber sorry video,  fits the representation of a pop genre music video.  By me choosing images which show the dancers and the artists clothing, it highlights the variety of elements  that an artist has to fit the pop genre of music , for example the fashion, colours and the overall representation of the artist is a key part to identifying the song as being pop.  From the images on the slide we can establish that they are very bold and vibrant shades , they wear a lot of pattern printed clothing  with works well and gives a unique combination, therefore by there showing a numerous amount of colours it shows that colour makes a huge part to a pop music video . The clothes worn within the images are very in trend and casual fun pieces with the splash of courageous colour to them. Although pop has a fun and energetic theme to  it  some pop songs can be  more emotional and serious which could be shown through the artists clothing, such as  Mileys song wreaking ball, this song comes under pop genre but she wears white clothing which isn't  a daring and lively colour. However because Miley is dressed in revealing clothing which shows off her tinny figure it could be classed as sexual which is another key representation of pop in videos such as Katie Perry ‘roar’ and Justin Beibers purpose’ with the dancers exotic dancing. Pop which  is very colourful  and energetic is classed as  hard pop which means it is all 100% pop and not only partly,  due to a song could come under pop and R&B. I have found that the majority of pop artists that focus only on pop music are in there teens and late twenties, this could be due to pop focusing more on a teenage audience and therefore use find there music makes more of a connection with the younger fans and they them self can relate through there songs to being a teenagers, creating a strong bond between the artists song and their fan base. 

R 'n' B Music Videos

What Is R&B?

R&B stands for Rhythm and Blues, it’s a genre that originated from popular African American music in the 1940’s. The term was originally used by record companies to define recordings marketed mainly to urban African Americans, at a time when "urbane, rocking, jazz based music with a heavy, insistent beat" was becoming more popular. R%B backing tracks  are usually made up of piano, guitars, bass, drums and saxophone with the maybe the slight background vocalists. The lyrics of this type genre songs usually consist of themes to do with encapsulate the African American experience of pain and the quest for freedom and joy. Lyrics looking more into relationships, economics ,sex and freedom.

Conventions for R&B 

Women in R&B are represented to appear attracting in a sexual and revealing way, they wear little clothing showing off their chest and stomachs, the way they do this entices a male audience due to R&B using the concept of slowing skin off to achieve more of an audience. The hairstyles the females have are very dramatic, not very classy rather cheap and unpractical, for example, they can be eye-catching and very interesting but extremely hard to copy and try out yourself. This genre of music is known for the girls having dark eye makeup, a smoky eyeshadow and bold eyelashes to make the eyes more impressive. Due to the females wearing little clothing they use heels to extenuate the length oof the girl's legs, this creat an illusion, however, because there in a lot of dancing in the R&B music videos trainers are used in dance choreography. However the dance moves they incorporate into the dance are sexual and used to show off the female artists body, which appeals to the male audience. To create an intense and extremely R&B look huge hoop earrings are worn along with rings and necklace chains.

Men are presented very sexually in this genre of music videos, there usually seen shirtless which draws the attention from their female fan base. The most common piece of clothing which is worn in a music video is baggy jeans, preferably ones which hang low and reveal their boxers, this is prefered to in R&B as cool and there made to look like they have swag. The jeans are normally held up by a bulcky siginture design buckle on the belt, this represents the artists welth and is also away of advertising a brand. To show someone's masculinity within an R&B music video usually tattoos are seen on the chest, arms and neck of the artist, this is to imply they are strong and feerless people all reflecting back tothe idea of masciliity because they cn uphold the pain. Sometimes the tattoos can be shown on the scalp, but that a very rare place, within the tattoos there is normally a meaning behind them, sometimes death can be shown through skulls and flames.  The hairstyles in which an R&B artist has in very short, normal its too short to style and a cap is used to cover the hair completely, caps are used the majority of the time by the boys. Jewelry like watches and chains are worn, normally they are subtle and not too dramatic but it depends on hoe R&B the rapper is. If they were to wear loads of bulky rings and necklaces then the video would come across too hip hop. 

Attracting flies by AlunaGeorge

Attracting flies is an indie pop genre song and within the music video it uses a combination od performances and narrative. Within the indie pop music industry there are a few conventions which are stereotypical within that genre music video. For example slow motion it used the majority of the time within an indie pop video, and is used within the fairy tale themes scene in the attracting flies music clip. She is filmed in a close up camera angle and framed at eyelevel to the camera, the director has done this especially because she plays the main character within the narrative, and still obtains the main focal point throughout the video. Close ups are also used toward the beginning  of the music video to introduce the fairly tale characters that Aluna plays. With there being slow motion editing added along side the close ups make it easier for the audience to understand each fairly tale character individually. We are also given hints to which character is next for example the close up of 'beauty' on the necklace she wears and then she's shown accompanied by a beastly dog, connoting that she is the tale of Beauty and the Beast.

The whole concept of the video breaks away from the conventions of fairy-tale through its productive and sexual representation n women. Each princess has a far from modern style and is all the time seen wearing revealing tight fitted clothing rather then the typical classy gowns that typical princesses wear. This may be due to the video wanting to be appealing to the wider audience of both genders. By putting the artist in red lipstick it matches the conventions of an R&B track, the red symbolises power and gives a dramatic feel to the image as if she had a lot of power.

This long shot of the computer generated castle has been added to create a fantasy themed music video. The unnatural location implies that  this video is going to be unusual and mysterious, they have used a long shot to show the surrounding of the location and it also foreshadows what the first fairy-tale that is going to appear in the music video. The setting for this music video is therefore set al in this block of flats with each level being a different fairy-tale , Rapunzel is shown at the top of the building with her hair dangling off the balcony, this whole video shows mystery and elliptical style which helps keep the audience intrigued.

During this scene we are shown a young women growing was seems to be hair from a drug plant, this is seen as unnatural with a joke spin to Rapunzel having fake hair which is being sew onto her head after it being the grown from a cannabis plant. The filter overlay which has been placed in during the editing stage adds to the wavy , supernatural feel to the music video, also during this scene we are shown a mid shot of a muggy room when an elderly lady sits brushing Rapunzel's hair which sits floating out of what looks like a flat apartment, the camera zooms into show the delicate brush strokes the women does whilst the camera pans up the platted hair and out the window.  The intersexual reference to this section the Aluna plays Rapunzel who is locked in a tower in the middle of London in what looks like a drugs sweat shop, growing her hair like the narcotic Cannabis and attaching it to her hair to place out the window.

When we first become  introduced to Aluna she wears a tight figure hugging booby dress, this outfit is used to symbolise little red riding hood with a modern day twist with the red hoodie instead of a cape. The colour red is used to symbolise death, evil and danger which all link to the song lyrics she is singing during her wearing this colour.The intersexual reference for this scene is that she plays as a fairy-tale character carrying a basket of food through a housing estate with a backdrop of a woods, whilst George and a dog are spying on her whilst waiting in a car, the dog plays the wolf which howls after she walks past which foreshadows the little red riding hood storyline.This male protagonist who is represented as prince charming in the narrative has been transformed into a modern day twist in the fictional fairy-tale story of Rapunzel. His body language and positioning implies he's confident but also cool, the replacement of the bike instead of a horse subverts the stereotype of how prince charming travels and dresses. By the location set in a backyard ally it adds a feeling of trouble and danger, with flood lighting and no natural lighting is doesn’t gives the scene a lot of shadow and overall produces an unsettling atmosphere which subverts the fairy-tale idea of prince charming being a hero and saviour.

Within this scene the camera angle tilts and slowly zooms into a mid shot camera angle, the use of a tilted camera movement  gives the impression that something isn't right and its out of the ordinary which foreshadows the fairy-tale scenes  having a modern day twist and being turned into dark scenes.

We Belong Together –Mariah Carey

Within the beginning of the music video we are introduced with a pan camera movement followed by a log shot, to show a house perched on the top of a hill. This type of idea of a big expensive house is stereotypical of an R&B music video because they usually are portrayed as having big houses , the most expensive cars and as a character come across wealthy, and therefore successful.By using a close up camera angle we are introduced to the artist of the song, she lies spread out on a white sheeted bed. This could've been done to represent innocence and purity despite the fact she in naked. By her being so close to the camera and looking straight into the lens it makes a connection between her and the audience which is something as an artist its advisable to-do. The fast cuts and quick editing done to combine her tugging at the covers and proactively looking into the camera gives the impression she's teasing someone by giving off indigenous .The camera then cuts to Mariah sitting at a dressing table, during this scene she sings into the mirror why the camera is positioned at a mid shot and captures her reflection in the mirror. This is a stereotypical for R&B artist to-do; sing into the mirror whilst touching up and admiring her appearance. The mirror prop could've been used to represent herself reflecting on the song lyrics and thinking about every word she saying. Her body language is very sinser with her constantly softly hugging her arm as if she was looking for forgiveness and company.  Within this video her makeup remains very subtle and natural looking, in one shot there is a close up is used to focus mainly on her ,there’s wind being blown in her face which represents her as delicate and overall links to the stereotype of a female artist being feminine.

A full shot camera angle was used to show the artist positioned centre frame and perched on a stall,  the producer has done this to show her long elegant legs and pink silky long split dress, the way she is perched on the stall bending down reveals her cleavage and would've been done to receive male attention. This shot shows her femininity and by slit in her dress it is very proactive and gives off an inviting innuendos  in some viewers opinion which is a common stereotype in R&B style music videos.

A tracking shot is used towards the end of the video, this is done to show the bride and groom within the narrative walking away happily married, the camera follows them from behind, due to them holing hands and running off together it gives the impression that they could be running away from their past or from someone th4y are trying to avoid.

The transitions throughout this music video are quiet show ,there aren't a lot of cuts due to the frame shots being longer then a stereotypical R&B music video, due to there being a soft mellow beat to the songs audio it meant that the cuts couldn’t be made through the songs beats.

There is a variety of different camera angles, from positioning and types of movement to create this music video. the produced has added continuity editing, this has been used to establish a smooth transition between the slow panning of the extreme close up camera angle, they have kept this a tight framing then used a handheld camera to tilt in an unstable way by following his neck line to the side of his hip. This kind of movement has been used to identify the artist and show is body language by the way he is standing, also it shows off his tattoos an facial expression painting him as a very tough and gangsta like appearance, due to the facial tattoos which are stereotypically associated with someone who's dangerous and not approachable. However by using this technique it could've been used to foreshadow the song title ‘mirror’ by suggesting he's reflecting on who he is and all the bad decision he's made within his life. another eye-catching and interesting edit they have made within this music video is a shallow depth of field which occurs then the frame cuts away to a mid-shot with the composition being the rule of thirds, this has been done to allow the  audience to see lil wanes mirrored image of himself.

Another editing technique which has been used is a slow motion effect, this is stereotypical within an R&B music video, they have captured the red paint dripping onto the floor. The color red represents death, danger but also love and by lil wayne referring the the song in the first person we are implied to that the narrative is todo with what he has gone through within his life and the struggles he has dealt with.

The birds eye view which has been used to capture the black and red paint which as been splattered is used to represent the artists struggles  and for a further meaning which links to the song theme it could be todo with how society saw him.

Mise en Scene 

 The location for this music video is a studio, there are florescent lighting and studio lights onto of the the dark backdrop, the use of these lights could've been used ti symbolize hope and the meaning of ‘ theres light at the end of the tunnel’ which would link to the theme of towards the song lyrics.  The little clothing he wears shows of his very well kept body image and would've been used to attract a mass audience, it also suggests he's very confident within his body. However there is a contrast within the way he stands due to his body language coming across to be very weak and lacking comfort , however it some car close ups we can see he clenches his fists which is perhaps an indication to staying strong which is the main concept of the videos purpose. The artist within this music video subverts the stereotypical male representation inR&B music videos, due to men being presented as fearless people which isn't the case for the mid shot which is used within the video. However due to the bold colours, high key florescent lighting it overall connotes an intense and courageous artist.

Song Choices

On this link,there is the 3 song choices me and my group decided to analyse and from this, we were influenced by different editing technics and the positioning of the camera and also it gave us an indication into what locations would be best for recording the music video we will eventually be creating. Within this Prezi I have explained what we found interesting and eye-catching from these music video and weather we could incorporate the effects or similar locations into our final music video. I also took into consideration what made these songs fit the pop genre they are given.

Country Music Video

Country music is a genre of United States popular music that started in the Southern United States in the 1920s. It takes its influence from the south-eastern genre of United States for example folk music, Blues music, and Western music. Country music often contains ballads and dance tunes with generally simple forms and harmonies accompanied by mostly string instruments such as banjos, electric and acoustic guitars, dobros and fiddles along with harmonies. The word country music increased popularity in the 1940s in favourite to the earlier term hillbilly music; it came to encompass Western music, which changed parallel to hillbilly music from similar roots, in the mid-20th century. The term country music is now used as a way to describe many styles and subgenres. The roots of country music are the folk music of mostly white, working-class Americans, who blended popular songs, Irish and Celtic fiddle tunes, traditional ballads, and cowboy songs, and various musical traditions from European immigrant communities.   

Conventions in Country Music
The conventions within a country genre music videos is that the majority of the songs have a soft and simple melody normally trying to put across a message across and portray there feeling though the lyrics. Country is best known for having a storyline flowing throughout the song lyrics, and therefore the music video follows a storyline to reinforce the song lyrics and make it clear to the audience on whats happening. Because the majority of country music videos have a storyline this means that they use a narrative style in their music video. The features to a country genre video is that the artist singing the song is usually the main character to the storyline, due to most of the country singers being known for writing there own song lyrics and material , as it only seems right for the artist to appear as the main character to show the lyrics are todo with them and how they feel about a situation, by also hving the artist within the video it helps the audience relate to them and gives off a connection. Its stereotypical for someone to think country music refers to artists wearing denim , cowboy boots and hats, therefore you expect the video to be set in a small town, in the desert and perhaps in a cabin style home. 




Taylor Swift - Love Story 

This music video is an example of a straight forward narrative, due to the video telling a story through both performing and a storyline. the overall song title links to the story being told through the song lyrics, which is being put across through a Romeo and Juliet themed narrative by telling the audience the story if the two characters journey of their romance for one another. 

Their is a variety of different camera angles used throughout this music video, ranging from two shot , close ups and birds eye view. by using a selection of different camera angles it gives the audience the illusion they are in the music vide, and viewing the story from different but natural angles as if they were watching it in person.

there are two main locations for this video, the first is a modern collage /high school and then there is a  flashback setting in a castle to reiterate the Romeo and Juliet storyline, where the women are dressed in expensive ball gowns and the men in heavy medieval looking armor and clothing. The overall sound through the whole music video has a change in music volume throughout, with it depending on the intensity and song lyric being performed at that time. which is overall done to signify the most important lyrical parts to the meaning of the song.  The general editing within has been incorporated into this video has used elegant cuts which aren't fast due to the songs beat not being a high tempo and there being no importance to have fast and short transitions. 

This extreme close up of Taylor swift has been used to make a connection between her and the audience, due to her eyes being eye level in the framing of the image and looking directing into the sense it makes an automatic connection and implies that the artist is talking directly at them, in a situation which perhaps the audience could also relate to. Not a lot of what she is wearing is visible within the camera framing, however the heavy black and brown colored eye makeup she wears is very elegant and bold, make up and undo curly hairstyles like this were stereotypical in that flash back century. From the classy up do we can identify that she's at a formal event and can quickly notice that is a shot set in the flashback because of the vintage filter which has been added when edited. This focus on taylor has framed her within the center of the image and blurred out the surrounding background making her the main focus of the scene. With her upholding a calmed friendly facial expression is gives the video an all round intimate feel, this could've been done to foreshadow her relationship with love.






The next country genre music video i will be analysising is 

Pop Music Video

Pop music is a genre of popular music, it originated during the 1950's and 1960's adapting its modern form in the western world, it overall deriving from rock and roll. Pop music normally is electric and incorporates other elements from other genre styles for example urban, latin, dance, rock and country. There are elements of a video and song lyrics which easily identify the song as pop music, they usually include a verse- chorus structure as well as a repeated choruses, melodic turns and hooks, along with a narrative which matches the music video to the lyrics.


Conventions of Pop music videos 
The typical pop artist is preferably girls, with the majority of male singers being in pop bands such as 'One Direction and The Vamps'. The costumes that are seen within a pop music video depends on the artists look and appearance, fashion and designer clothing is the key way for pop stars to promote their image and style.Vibrant eye-catching clothing can be considered very pop, whilst also an artist uses their image to express their feelings. For Nicki Minaj who is typically well known for her extravagant style, with her bright coloured hair and vibrant patterned bold clothing pieces, she does this to make herself stand out and put across her bubbly and fun personality to her fan base.  
Whereas in contrast, Justin Timberlake who is also a pop artist uses his well dressed style of wearing expensive suits and jackets to present himself, this highlights him as a very wealthy and conscious person about how the world perceives him. 

Little Mix Black Magic

Within this little mix music video showing their black magic single, there are a variety of characteristics which show genre throughout the video.  By the song being targeted towards teenagers the video has been adapted and aimed to fit the stereotypical chartists of a teen culture, for example, the girls (little mix) has used a school location to relate to their young teenage fan base. The video shows sleepovers and classroom layouts which are all stereotypical girly things to do when you are in school years. Little mix has shown their strong bond and friendship with each other by using group shots within their video, also they have lip synced the lyrics to the song which is common for a pop genre song to include. 
The clothing which the girls wear within the first few moments of the video have a geeky feel to them, the glasses Perie wears which are associated with nerd glasses represent they aren't popular people within their school. The clothes are dull and very basic, subverting the stereotype of pop being colourful and energetic colours. The girls are represented as shy and nervous individuals how haven't had a lot of confidence in themselves, this is something in which their fan base could relate to. However throughout the video, there clothes change when they incorporate musical powers, a special effect is used to create a purple puff of smoke turning them into confident and powerful women. They transformed into stylish nd fashionable characters, their clothing is sexualized as more flesh is on the show and also their hair and makeup makes them look extremely elegant and glamourous.  Throughout the music video, the director has chosen to use a variety of different camera angles and shots, cutting from the group and individual shots. This has been done to show each member's appearance and shows they are all individual people who have a close friendship bond.  
The video follows a narrative, which is about a group of teenage geeky girls who find a magic recipe and start to become glamours and attractive popular girls. There is a clear narrative throughout the music video and there is a discrete relationship between the lyrics and visuals. 


'HEY' - This is an example of the visual and lyrics







'Here's the answer' - This is another example of the visual and lyrics






Throughout this video a variety of different shots have been used, the director has
chose to do a combination of group and individual shots. within a bands music video its important to show there close friendship but also at the same time showing off their own specific talents and personalities. Close up shots have been used to allow each member of the band to sing their line of the verse , this has been done to symbolise they can single solo along within a group. This is stereotypical for a pop music video to have. Because throughout the video the visuals play out within the narrative when singing its much harder for the viewer to connect to the music straight away. Throuhgout the song the beat is used to link to the visuals , for example when little mix walk down the school coridor after ther transformation the word 'HEY' is used to keep the video flowing , they also walk within synic of the beat. This highlights the type of music genre the song has  with the tone of the music and combination of physical movement allows the visuals to become more synchronized.
Overall the whole narative to this music video is unrealisitc as it wouldnt take place in everyday life, the magical incounter they have giving them powers to producs spells doesnt creat a realistic perspecive on highschool. It also amplifies the unrelistic atmosphere bevause no body could ever ecperience this.
Royals By Lorde

Within this music video, there is a variety of different camera shots which include close-ups, long shots, tracking shots and mid shots. By include a variety of different camera shots it creates a more realistic feel to the video due to it enabling the audience to see more of the scene either through the eyes of the artist or by showing her in unique and exotic street locations, producing a music video where the view feels they are a part of. Throughout the video, the camera frottage is filmed on both handheld cameras and a tripod/ Steadicam, a Steadicam creates a steady and levelled recording whereas the handheld method picks up on slight movement and produces a shaky movement, which is usually used when the director wants to show the scene through the eyes of the artist.  Overall throughout the video, a tripod/ Steadicam has been used the majority of the time which I feel creates a clean cut feel and also allows the audience to concentrate and focus on the content of the shots without being side-tracked by excessive camera movement. The artist has been filmed lip-syncing to the song within the music video, the director has consisted mostly of close-up shots when the singer is looking directly eye level in the camera lens. By the director using this type of camera angle it allows the viewer to connect more with the singer and gives more room for recognition from the audience.  A shot which I found interesting and effective was the tracking shot of a street which was used towards the being  of the video then replayed near the end of the video, this created a feeling of traveling to and from the setting and location of the video, creating a sense of closure and overall a narrative perspective for the viewer.

Editing

During this music video, the uses of editing transitions played a major part in producing and linking each scene together. There have been simple jump cuts which were used to switch between clips, this overall highlights the clean smooth cut feel that have been added to the video. By having creative and quirky transitions it distracts the audience from really focusing on what taking playing within the music video, therefore by having basic cuts it ensures that the focus is entirely on the clips on screen rather than someone taking more interest in the elaborate transition. A jump cut has been used, this produces an immediate switch between clips, it doesn’t have much effect rather then the turn takes up less screen time.  Another thing which has been used and looks effective is a slow motion effect, this creates a dramatic scene and more tense atmosphere which is overall linking perfectly to the theme of the music video. 

Mise en Scene 

The overall colour of the music video subdued, dull with a lifeless feel, creating a depressing feel to the music video. Due to them going for this look it may have been hard to find a colourless and grey misty look location, this means the colour desaturation could have been done during the editing stage by decreasing the saturation on the technology or device the editor was using. This gives the video a bleak ad desolate quality, which enhances the dramatic effect of the narrative, another thing which adds to the uninviting colouring of the video if the lighting, due to its muted brightness it gives each shot within the music video an effect which works to link together the whole theme of the music video.  The constant background clicks and beat tempo is interesting and catching, I noticed that during every clean beat there in a cut meaning that they have linked the cut edits to the tempo and beats within the music audio.

The clothing which the actors and artists wear are very simple and basic clothing,  by there not being a brand logos on the pieces of clothing or obvious expensive material clothing it, therefore, highlights that costume wasn’t the large focal point to the video, as they all seem to blend into the surroundings. By doing this is makes them look normal and not out the ordinary. By doing this it implies that there are more elements of realism shown in the video and therefore the audience would be more relatable to the struggles and perspective she is giving off within the lyrics.  The clothing also reflects the modern and contemporary style of music by the use of present day clothing which everyone in the music video wears.  The clothing within this pop music video subverts the stereotype of a female pop artist wearing revealing clothing to gain male attention from the audience, however, this hasn’t been done within this music video. There is also no glamorous jewellery or makeup applied to her appearance which implies she is a natural looking artist and doesn't feel the need to cover herself in cosmetics to create a stereotypical pop artsiest appearance. 

The video opens with a tracking shot revealing a suburban housing estate, automatically we can identify that the video is set in an everyday location that the audience can relate to. During the opening we can tell that the location is empty and not at all lively, however, there are other locations within the music video, a house, gym, bus stop and swimming pool settings are all used to create this video. These places are seen as everyday locations and therefore fit the stereotype of a person's everyday surroundings.

Robbers by The 1975

After watching the music video for this single I noticed that a handheld camera has been used for the majority of the video, the use of shots being unstable and with a wavy  quality it makes the overall video more realistic due to nobody seeing someone dead straight., the video shows chaos and the use of this wavy camera framing it ass to the elements of tension within the video. By also using a handheld camera it allows the audience to feel more involved within the narrative of the story.  There are tracking shot and close ups but overall no establishing shots, this is due to the video narrative focusing more on the two main characters adventure and chaos situation, and the setting is not given across to be the main key element to the music video. The director has used close up shots to emphasise the intensity of the narrative and show the feeling /emotions of the artist's character through their facial expression.
Editing is very basic within this music video, they have used simple jump cuts to transition between clips and camera shots. By using simple edits to combine the whole video together it allows the audience to stay focused and not be distracted by quirky or imaginative transitions. The editing towards the beginning of the music video is slow and follows the slow tempo of the song audio, then when the song picks up in the beat so does the speed and quickness of the cuts. By it being slow, to begin with, it reflects the relaxed atmosphere which the narrative obtained, then when the storyline becomes more dramatic the speed picks up. This highlights the chaotic mood and intense atmosphere to the video which has been developed. The tone that is used within this video is subdued and muted, and due to this not being available during the filming process this is a clear desaturation filter which had been added to each clip during the editing stage.

Mise en Scene 

The clothing worn in this music video are very urban with a hypy quirk look to the button up shirts and ripped jeans symbolise this. It's clothing with is view stereotypical for the songs indie genre, plain high wasted and patterned tops which the female protagonist wears is also seen as a stereotypical outfit.  Their style is overall unique and defiantly has an unusual look which you wouldn’t see on daily bases,  In contrast, the male protagonist is also wearing edgy and fairly distinctive clothing with his black ripped jeans, various patterned shorts which represent an indie aspect.  The overall colouring of the video is dull and desaturated due to the overlay filter they have added, this type of filter is stereotypically added to indie pop genre music videos, due to the misty vintage undertone being referred to as an indie themed filter. The lighting used throughout this music video is natural which adds to the realism of the song, during parts of the video, for example, the bedroom scene they have used lighting which creates artistic effects, also a camera glare was captured through the background window which produced an interesting scene. The locations used within this video are majority abandoned places and deserted towns, for example, the shop they rob is located in the middle of a road, and no other people are in the scene of chaos in the video. However they have set the location to everyday locations that the audience can relate to, I wouldn’t say that the setting plays a massive impact within the music video, due to their being a strong storyline between the two characters it means that that’s the main focus and is captivating itself. However, during the robbery scene, the establishing of the store is the only main locational shot which plays a key importance within the narrative, as it links to the title of the song. It makes an air of mystery, as commotion and loud gunshots can be overheard from inside the store, it leaves the audience unaware If what's happening as they are unable to see into the store and are left frantically waiting to see what happened. The main prop used which plays a major impact on the storyline of this video is a gun, this is a key element to the narrative of the video.

Within the music video representations is used but only through the main singer of the band due to the other band members not being featured within the music video. Matt the main lead singer from The 1975 is painted as a dangerous character within the storyline, with a romantic shine to his personality. He defiantly isn't seen as a role model through the video due to his exsessive use of smoking, drinking , messing around with a gun and experimenting with drugs, this all takes place before the robbery towards the end of the video. This makes him come across as a character who is unappealing and is someone people would avoid.